Ad Campaigns
Senco TVC shows crafting of relationships
MUMBAI: Set against the backdrop of an urban, upper-middle-class home, the Senco Gold and Diamonds TVC narrates the story of a conservative Bengali mother who, through the act of giving a bangle to her non-Bengali daughter-in-law, comes to terms with her son’s marital life and eventually accepts his wife as a part of her family.
The film opens with the mother ringing the doorbell to her son’s apartment. Nafisa, the daughter in law, greets her on the other side of the door. But the stern mother enters the house and declares the intention of her visit. She has come to talk to Nafisa, and not her son. A flummoxed Nafisa asks her mother-in-law to sit down, and offers her water. Through the course of their interaction, the mother-in-law gets a whiff of “chingri maacher malai curry”, a typical Bengali delicacy, and is pleasantly surprised that Nafisa is preparing it for lunch. When asked, Nafisa diffidently remarks that she is only trying to cook the dish as sincerely as her mother-in-law. She admits that she can’t replicate the magic touch that the mother in law has in her hands. Moved beyond words, the mother-in-law removes a bangle from her wrist and puts it on Nafisa’s, saying that henceforth, Nafisa will also have that magic touch.
Link: https://www.facebook.com/SencoGoldAndDiamonds/videos/715232305318322/
“Poignant and heart-warming, the new TVC promises to take you on a journey to the heart of every Indian family, and unravel its inexplicable nuances, unavoidable conflicts and eventual resolutions,” said Ogilvy & Mather, (Kolkata) managing partner (creative) Sujoy Roy.
In the words of Aditya Vikram Sengupta, director of the TVC, “Craftsmanship is not limited to jewellery. It is a phenomenon that is present all around us. Every day, we are crafting something new – be it friendship, love or trust. This TVC captures the role of jewellery in crafting relationships.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
